Making Content Boomer Friendly

Let’s get into some specifics about this lovely group of folks

- Their platforms?
The top platforms for Boomers are Facebook (73%) and Youtube (83%) they actively started to discover Instagram (29%) and Tik Tok (14%).

Making Content Boomer Friendly Making Content Boomer Friendly

- How much time do they spend on social media and what are they doing?
The average time spent is about 2-3h / day. It is important to note that their rates are very close to Gen Z. Their most active time: 7:00-09:00 and 18:00-21:00

Making Content Boomer Friendly

- What do they think of online shopping?
The pandemic situation has changed a lot of consumer behavior for boomers. They started to shop online and are only slightly lagging behind Zoomers. About 70% of 55-64-year-olds are shopping online.

- Targeting boomers specifically.

Making Content Boomer Friendly

For the young generations, we know that companies need to create a brand with a pleasing aesthetic and a unique selling point. They also have to show how responsible they are for their environmental and social impact. Think “conscious” and “ethically sourced.” Boomers? They don’t care. They are on their way out of this flaming hellscape anyway. They mostly think about how to stretch their retirement dollars.
For the older generation, it is important to feel security from a brand. Boomers look for good honest reviews, a simple product description, easy to see price comparisons, the brand’s popularity and county of origin/manufacture.
Target Market 50+ loves simplicity and directness of speech. Be honest with them, and please forget the clichés about being old.

Important:

  • Short and descriptive texts
  • A variety of clear photos of the product
  • Convey the practical benefits of the product
  • Explain the price

Try to avoid:

  • Complex ideas in ads
  • Over stylized photos where the product is difficult to identify Messages about satisfaction, not benefit
  • Convey the practical benefits of the product
  • Long-read descriptions

- Where are the most successful areas for the Target Market 50+?
Our moms and dads are meticulous about money. For them it is very important to buy a product that brings them benefits. They are less likely to get yoga pants for their dog than Gen Z. However if you believe that your product/service is made for this target market.
Here are credible ways to promote:

  • Articles in websites
    This generation has raised on printed media, however, with the rise of technology they started to search for news, on the digital version of the old favorite newspaper.
  • Banner ads
    A huge banner on a news/journal website will be the right choice. And don’t forget to use a large and clear font (eyesight is not too good these days))
  • Social media
    Selling via social media accounts should be as simple and secure as possible to get them onboard.
  • YouTube
    Oh my goodness, how we hate ads before video!.. However, according to statistics, older people are the most likely to watch the ads all the way through.

- Specifics of selling to older generations.
Boomers are very loyal to their brands. They are returning customers hooked on the brand. With a little help from the sales funnel (we can talk about it in further posts if you want, comment below), you need to bring home the message about the value of your product... Important note: To increase sales, up-sell, or cross-sell a similar or complementary product, you can do it through loyalty and referral programs.

- Crucial points for the boomers: Reviews and testimonials
Boomers, more than any other group, will take the time to carefully read the reviews, They want to be sure they are making a good solid choice for their blender, lawnmower, or massage parlor. For them to see a good picture in an ad is not enough, they want to see the user-generated pictures so they have more realistic expectations.


The main ways to show maximum transparency and gain consumer trust:

  • 5-8 real reviews, with customer photos
  • Video-review of product: how it's packed, what ‘s inside, how to use it/clean it/store it.
  • Over-enthusiastic claims: "This will change your life... I cannot live without this toothbrush…I have replaced all my tupperware with these".
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